GRBJ: Studio Wise has sights on national market

GRAND RAPIDS, MICH. - As it celebrates its 10-year anniversary, Studio Wise is eyeing the national market for more product rollouts.

Troy Bosworth, Studio Wise founder, launched the business in 2007 with a focus on helping Grand Rapids restaurants and bars attract young adults by creating attractive and unique spaces where they’d want to hang out.

“Grand Rapids was in that weird place in its growth where it didn’t really have an identity as far as places to go for young people like us to hang out,” he said. “It didn’t have cool bars like Chicago or any other major city, so that was one of the major things we went after.”

In its initial years, Studio Wise landed projects with Madcap Coffee, Peppino’s Sports Grille, Brewery Vivant, Green Well, Winchester and Maru, creating custom designs that fit the restaurant and bar owners’ visions.

Studio Wise has gone on to create custom designs for even more Grand Rapids restaurants and bars, including New Holland Brewing’s The Knickerbocker Brewpub & Distillery, where the company created three-story-high “trees” forming a beer garden canopy, built three bars — including a distinctive canopy bar — and designed tables and bases for the bar’s indoor and outdoor spaces.

It also makes products for local offices, education, health care and other industries.

Out of its custom designs, Studio Wise has developed a handful of products for larger-scale production.

Studio Wise went national in 2014 with its FUSE solid butcher-block-style surfaces for tables, counters and bars, and in 2016, the company introduced POP, a powder-coated wood surface with 10 standard colors and infinite customization options. It also introduced a hand-selected, plank-style veneer surface, recently renamed FLYCH, a play on the veneer term “flitch.”

This year, Studio Wise is adding a table-base collection to its national product lineup, as well as additional power options.

The new Studio Wise table-base collection includes Apex, an industrial-modern design with a nod to the shape of the letter A. Geo is another new base option; it’s a refined geometric design. Blox is a progression of the other designs, with a square shape that lends itself well to desking applications. Strut offers a runway flair and feel. Rounding out the new bases for 2017 is Parson, a classic, four-corner-modern base.

The five new bases come in three heights — standard dining height, counter height and bar height — and have benching options.

“With our new base offerings, we’ve moved to offering complete tables with virtually endless surface, base and finish options,” Bosworth said.

You can read the entire story on the website of our partner, the Grand Rapids Business Journal, or pick up this week's edition of the Business Journal on your newsstand.

© 2017 Grand Rapids Business Journal


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